In the global World, some businesses can benefit from their national identity. But first of all — what is a national identity and can a pharmaceutical company reinforce the sense of belonging? I was very surprised when I couldn’t find a single specialized publication and only one newspaper article (published in FT: “Does a company’s national identity matter?“, October 2010) that focuses on national identity in the pharmaceutical industry (there are a couple of specialized articles that identify the phenomenon though) and its effects.
Firstly, let’s agree on standard terminology that comes into use here.
- The national identity of a company: the perception of national belonging that we perceive of a company from its name. For example, the mental impression from the name “British Airways” is that it is a British company.
- Branded pharmaceutical company*: a pharmaceutical company that traditionally produces and markets its products under brands. For example Gilead markets it’s hepatitis C drug under the brand name Sovaldi (INN name: sofosbuvir).
- Generic pharmaceutical company*: a pharmaceutical company that traditionally produces and markets its’ products under no recognizable brand name. For example, Mylan sells its anti-hypertensive drug (INN name: atorvastatin) as Atorvastatin Mylan.
*Brand name is identified as a separate vehicle to transport meaning.